The Fox News Rebound

Four years ago, the long-running Fox News juggernaut suddenly looked precarious. The 2020 elections proved a major threat, as viewers abandoned the network and huge lawsuits threatened its coffers. Today, Donald Trump is headed back to the White House, and he’s bringing a brigade of former Fox talent with him—a symbolic expression of the Murdoch-owned channel’s astonishing comeback.

Leading the list are Pete Hegseth, a frequent Fox presence who is nominated for secretary of defense, and Sean Duffy, a former Fox Business host (and U.S. representative) tapped to lead the Department of Transportation. They’re joined by former Fox contributors Tom Homan (border czar), Tulsi Gabbard (director of national intelligence), and Janette Nesheiwat (surgeon general); former host Mike Huckabee (ambassador to Israel); guest host Pam Bondi (attorney general); and frequent guests Michael Waltz (national security adviser) and Marty Makary (commissioner of the Food and Drug Administration). Larry Kudlow passed this time on an administration job to stay at Fox Business.

[David A. Graham: Tucker’s successor will be worse]

In some ways, this staffing strategy looks a lot like that of the first Trump administration. During that presidency, the network was closely intertwined with the White House; the Fox host Sean Hannity was sometimes called Trump’s “shadow chief of staff,” and Hannity’s colleague Tucker Carlson became the leading exponent of Trumpist ideology in the media.

But the mostly synergistic relationship faltered in November 2020. Fox was the first network to forecast that Joe Biden had won Arizona, which infuriated both the Trump camp and conservative viewers. As the Republican Party became engulfed by bogus accusations of electoral fraud, Fox found itself in an uncomfortable in-between position. The network sometimes hosted Trump-world figures who repeated false claims, but privately, hosts ridiculed them. Meanwhile, hard-line viewers became angry with Fox’s refusal to go all in on the Big Lie and started defecting to more extreme right-wing upstarts such as Newsmax and One America News Network; Trump lambasted his former Fox allies. Internally, the network was rattled, and leaders debated next steps. Rupert Murdoch had never loved Trump, and some of his children wondered whether the business would be better served by moving to the center.

Worse was to come. Fox may not have embraced voting-fraud claims as fully as other outlets, but it did air guests’ statements that machines made by Dominion, a company that makes ballot-counting-equipment, had rigged the presidential election. Dominion sued for defamation, and a legal expert told CNN that the prospect of huge payouts represented “an existential threat” to the Fox Corporation. Fox finally settled the case on the eve of a trial, in April 2023, paying $787 million, though not before damaging internal communications had emerged as part of the litigation. A week later, Carlson—the network’s most popular figure—was fired.

[Read: What does Tucker Carlson believe?]

So Fox’s return to dominance today is somewhat surprising. Perhaps it shouldn’t be. The network has led cable-news ratings for more than two decades, and weathered the loss of several prominent hosts before Carlson; as I wrote when he exited, anchors tend to need Fox more than Fox needs them.

Although Trump has sometimes tried to claim credit for Fox’s success, what really seems to have happened is that Trump and Fox rediscovered a symbiotic relationship that allowed both to rebound. A spokesperson for the network pointed out to me that Fox has covered inflation, border security, and President Biden’s apparent decline extensively, getting to those topics faster or in more depth than CNN and MSNBC did. These three issues were also among the most important in the latest presidential election. What seemed like adverse headlines for Trump, including the criminal charges against him, led to high ratings for MSNBC, but Fox still came out on top.

After years of mostly avoiding Fox, Democrats also began to appear on the channel to try to get their message out. Kamala Harris granted one of her rare national-media interviews to Fox’s Bret Baier. Her vice-presidential nominee, Tim Walz, went on Fox News Sunday two weeks running in October. And Transportation Secretary Pete Buttigieg, an early adopter of Fox guest spots, introduced himself at the Democratic National Convention in August by joking, “Here’s a sentence I never thought I’d hear myself saying: I’m Pete Buttigieg, and you might recognize me from Fox News.”

The aftermath of the election has many on the left feeling dejected and tuning out the news. MSNBC’s numbers tanked in the week after the election, and the network’s morning-show team of Joe Scarborough and Mika Brzezinski has endured backlash over their meeting for a reset with Trump at Mar-a-Lago. MSNBC’s parent company is also spinning it off from NBC.

[Adam Serwer: Why Fox News lied to its viewers]

The impact of nontraditional news sources, including X and podcasts, on the election has brought a new round of predictions about the demise of traditional media. But Fox’s rebound suggests a different conclusion: Perhaps the answer isn’t that people are really demanding different kinds of news; it’s that they just want conservative news. The nearly uniform shift rightward of the electorate in 2024 suggests that Fox was well positioned to both reflect and amplify voters’ mood.

Trump, meanwhile, continues to gripe about Fox decisions, likely judging that his broadsides can help shape Fox’s coverage to his liking. Shortly before the election, he demanded that the network stop airing paid ads that criticized him, whined when Baier interviewed Harris, and blasted Fox this summer after Paul Ryan, the former speaker of the House who sits on the corporation’s board, criticized him. “Nobody can ever trust Fox News, and I am one of them,” he posted, semi-grammatically. Trump’s selection of so many Fox alumni for his administration is in part a reflection of his instinct that politics is really a form of entertainment, and one of the key qualifications he seeks in any aide is looking the part. But the appointments and nominations over the past two weeks also show that, much like the viewers who left Fox after the 2020 election but have since returned, Trump may not love everything Fox does, but he can’t bring himself to leave it for good.